社交媒体环境下企业对消费者抱怨的公开应对策略及其对旁观消费者的影响——基于语言学研究视角

项目名称： 社交媒体环境下企业对消费者抱怨的公开应对策略及其对旁观消费者的影响——基于语言学研究视角

项目编号： No.71302095

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 赵晶

作者单位： 武汉大学

项目金额： 21万元

中文摘要： 社交媒体应用的日益普及为消费者公开和共享消费经历、产品评价创造了无与伦比的环境，并颠覆了传统信息传播模式下信息的传播路径和影响效果。因此企业必须对在社交媒体上发布的消费者抱怨进行恰当的公开回复和处理，以避免事态发展失控，为企业造成巨大损失。但是现有有关消费者抱怨、社交媒体环境下沟通特点的研究不能够很好地回答该命题。 本项目以精细加工可能性模型为基础，结合沟通学、劝说效果及语言学领域的研究成果，从语言学角度探索企业在社交媒体环境下公开应对消费者抱怨的策略（信息的内容、信息的修辞手法、信息的语言形式及他们的交叉作用）如何通过中枢路径和边缘路径影响旁观消费者对企业的态度和对产品的评价。本项目的研究成果将拓展有关社交媒体环境下消费者抱怨应对策略的文献，并为企业有效地公开应对消费者在社交媒体上发布的抱怨、最大程度地挽回企业声誉、降低消费者抱怨对企业业绩影响提供指南。

中文关键词： 社交媒体；消费者抱怨；消费者知识创造；消费者价值共创；消费者公民行为

英文摘要： The emergence and the development of social media has enabled one customer to communicate with thousands of, or more, other customers about product experience and the companies that he or she made transactions with. Thus, the influence of word of mouth has been greatly magnified in social media context, which has generated opportunities for companies. However, the social media-based conversations between customers are out of directly control of companies, which brings about huge challenge to companies as well. Therefore, managers must learn to effectively deal with customers' complain to decrease their influence on company reputation. Based on Elaboration Likelihood model and the studies about communication, linguistics, and persuasion effects, this project aims to investigate how the way that companies publicly deal with customer complain influences other customers' production evaluation and their attitude toward the companies in social media context through central route and peripheral route, especially the effects of message content, the rhetoric figure, and linguistic style of message, and the interaction of the three factors. The results of this study will contribute to the literature about customer complain management in social media context and have considerable managerial implications.

英文关键词： social media；consumer complain；consumer knowledge creation；consumer value cocreation；consumer citizenship behavior